BENGALURU: Aakar Innovations, makers of affordable, 100% compostable sanitary napkins for women in low income segments, is testing a new variant of its product that will be made from indigenously available raw materials.

At present, the company makes napkins from pine pulp that it buys for its brand 'Anandi'. The product is capable of disintegrating in natural conditions leaving no toxicity in the soil and compost can be used as manure. "We are still testing, using raw materials from different regions and will commercialise this soon," said Aakar's cofounder, Jaydeep Mandal.

Companies like Aakar signal a wave of local brands emerging to create a niche for themselves in the sanitary napkin market that is currently dominated by multinational players. The market, currently valued at Rs 4500 crore, is expected to touch Rs 21,000 crore in the next 7-10 years, as per industry estimates.

In India, 80% of 355 million women come under house arrest for an occurrence as common as menstruation, because brands in the market are at price points affordable only to remaining 12% of the menstruating women.

Aakar's 'Anandi', 'Aisha Ultra XL' made by Mumbai-based Saral Designs, and Paree manufactured by Noida-based Soothe Healthcare have designed menstrual hygiene products for the Indian woman's body-type and are betting on the power of creating stronger consumer connect.

Sahil Dharia, managing director of Sooth Healthcare, believes the Indian market is where China was ten years ago. "Ten years ago, China's sanitary napkin market was dominated by three MNCs, like India is today. Chinese companies innovated with brands, price points, and today Hengen has 22% market share, with others relegated to single digits." "This shows the power of local consumer company, innovating a product and creating better connect with consumers."

Paree caters to households with an annual income of Rs 1.5-Rs 2 lakh and the product has been designed for absorption across the entire napkin. It's sold at retail touch points across Delhi, Kerala and Maharashtra and ecommerce portals as well.

Aakar on the other hand follows a rural distribution model while Saral has a decentralised one. "We have 25 production units in 14 states run by rural women entrepreneurs," said Mandal. The company provides raw materials, machines and training to over 400 women in its network who make and sell the napkins through their own distribution network or Aakar helps them set up one. Its napkins reach women through NGOs, SHGs, and CSR arms of corporates or hospitals as well.

Saral, founded by IITians Suhani Mohan and Kartik Mehta mid-last year, cuts out the middle man with its model. Currently, it produces from a local production unit in Mumbai and serves 'Dharavi', the popular urban slum, through a network of women who sell door-to-door or retailers.

"30-40% of cost goes in distribution. For us since we are decentralised we directly go to retailers and that's a major chunk of the cost gone," said Mohan, cofounder of Saral. The company also makes its brand of napkins available to school/college girls via vending machines, providing the girls with easy access and privacy.

The issue of menstruation, not only is shrouded in myths and taboos but lack of awareness and education on implications of poor menstrual hygiene, both in rural and urban India. Engagement with the community is therefore necessary for women to adopt these local brands.

Aakar Social Ventures, its non-profit arm, builds curriculum to create awareness about menstrual hygiene with women and does this through organisations such as Unicef and the World Bank. Similarly, Soothe has reached over 20,000 women through community engagement programmes in cities it is present in.

Saral raised angel funding last month from investors in the Powai Valley including Farooq Adam, founder of Fynd and Ambi Parameswaran, advisor, former CEO of FCB Ulka Advertising. Aakar is backed by CIIE at IIM-A and Artha Venture Challenge and Soothe has raised angel money from badminton champion Saina Nehwal and former president of Reliance Infrastructure Anil Gupta.